Delap swept a superb pass out to Matthew Etherington and the winger delivered an exquisite cross towards the back post where Walters, nodding the ball back across goal and into the far corner, executed a text-book header.

But her one-year fight to start the company: the pre-launch marketing campaign through the national Pepsi Refresh program; her visits to national meetings to build traffic and credibility among professionals "critical" to the care of cancer patients, her primary audience; her widening of her advertising market beyond big pharma to businesses on the periphery of the cancer-care industry; all make for text-book examples of how to build an online small business.

Csikszentmihalyi unintentionally induced what looked like text-book cases of generalized anxiety disorder in his subjects simply by instructing his subjects as follows: from the time you wake up until 9: 00 PM, "we would like you to act in a normal way, doing all the things you have to do, but not doing anything that is 'play' or 'non-instrumental.'"